David Beckham teams up with Kent & Curwen

The ex-footballer signs with luxury menswear label

David Beckham has signed a five-year agreement with luxury menswear label, Kent & Curwen.

The exclusive deal will see him play a multifaceted role in expanding the British brand’s appeal to younger consumers, with personal involvement in store design, creating new collections and fronting marketing campaigns.

This is the first venture for Beckham and his business partner Simon Fuller, who joined Hong Kong-listed Global Brands Group last year to create their company, Seven Global.

“I’m always looking to work with brands and companies that have a rich history and authenticity,” says Beckham. “When this authenticity is rooted in the country that I came from, it attracts me even more to the partnership. What I love is that Kent & Curwen has a pedigree and excellence that has been passed through generations. Our aim is to build on its existing popularity and success in China and establish it as a powerful brand globally."

Kent & Curwen is the "embodiment of stylish tradition", delivering a selection of business and casual wear. They currently have 113 stores in 51 cities in China, Hong Kong, Macau and Taiwan.

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